Sponsorship and ambassador due diligence: trends and insights from 2024

In 2024, we produced hundreds of  reports on individuals, companies and organisations,  providing our clients with intelligence on prospective partnerships – from sponsorships and player transfers to brand ambassadorships and influencer collaborations. Through rigorous and extensive research, our network of journalists and researchers delivered clear, actionable insights to help our clients mitigate reputational risk and make informed decisions.

Here are a few of the key trends which we have observed or that have become  a common theme across our work this year.

The return of gambling sponsorships in football

This season more than half of England’s top-flight teams sported gambling brands as their front-of-shirt sponsor. Gambling sponsorships are nothing new in the Premier League of course, but  we question why betting’s presence in football is being felt more so than ever, in spite of the fact that the 2026-27 season will mark the start of a new era; a voluntary ban on front-of-shirt gambling sponsorships.

Over the years, gambling sponsorships have faced increasing scrutiny due to ethical concerns about the potential harm they can inflict on vulnerable individuals and their families. These concerns have sparked debates over the role of gambling in football and its broader societal impact.

However, despite the ethical dilemmas and the looming ban, many clubs continue to rely on these partnerships as a short-term solution to address financial challenges. In an era of uncertain and volatile revenue streams as well as strict financial constraints, gambling sponsorships provide significant financial support, however short-lived.

The crypto comeback

The crypto crash of 2022 and high-profile failures, such as that of the digital currency exchange FTX, created a huge rift between the sector and its partnerships. 

Although now, the tide seems to be turning. Crypto companies have re-engaged with sports sponsorships, securing 26 new major deals in 2024 while 16 deals from previous years remained active, according to CoinGeko. While new sponsorships haven’t reached 2021 levels, the increase in activity shows that crypto firms are gradually returning to the sports industry.

One contributing factor is the stabilisation of Bitcoin which has recently broken the $100,000 mark. Apparent regulatory advancements may also be helping to rebuild trust. 

Prominent deals like Crypto.com’s multi-year agreement with the UEFA Champions League demonstrate the sector’s return to sports sponsorships. In the Premier League, clubs are once again engaging with crypto brands, seeking to capitalise on their financial muscle and marketing reach. 

The public sentiment around crypto remains mixed, but its re-entry into sponsorships highlights a growing maturity in the sector.

Influencer background checks: a growing necessity

The use of individual ambassadors  has reshaped sponsorships in sport and beyond. With massive social media followings, today’s athletes, celebrities and influencers act as multifaceted ambassadors , using their personal stories and values to drive engagement. This creates opportunities for brands to form more personalised and authentic connections with their audiences.

But when individuals represent organisations s, they also embody the brand’s values and mission. Any misalignment can alienate customers, attract negative press and harm reputations.

Why are background checks becoming essential?

Brands are now partnering with a broader range of ambassadors  from A-list celebrities to TikTok influencers , opening up greater opportunity  for controversies and red flags. 

Brand ambassadors are themselves also partnering with a broader range of companies, some of which may be controversial, further increasing risk.

In a year marked by global tensions and elections, influencers are sharing political opinions more openly on social media. While platforms like X (formerly Twitter) have seen reduced engagement and user departures, with old, controversial posts resurfacing easily to spark negative sentiment.

In sport, fan backlash remains a constant risk. Thanks to the internet and social media, fans’ reactions are instant, widespread and impossible to ignore, creating a critical need for brands to vet their partnerships carefully.

As we look ahead to next year, we’re excited to continue supporting our clients with actionable intelligence to mitigate reputational risk, seize opportunities and enable stable, fruitful partnerships. If you’re looking for help navigating this dynamic sponsorship and due diligence landscape, get in touch with us; let us ensure your partnerships in 2025 are built on the very best intelligence and insight.